Channelplay Case Study

Visual merchandising and Signage deployment for Shell

Shell is a global group of energy and petrochemical companies. With the sole objective to increase brand visibility for one of their best Truck engine oils “Shell Rimula”, Shell wanted to deploy visual merchandising elements like POSM, Glow Sign board (GSB)/Non Lit board (NSB), In-shop branding and giveaways across 600 locations spread over 20 cities in India.

To achieve the above objective, following approach was applied to execute on the field:


  • Onboarding regional vendors and assigning target outlets, for 100% on time coverage & deployment
  • Training the field recce team to obtain correct and complete sizes for in-shop and exterior signages, supported with visual proofs
  • To add a personal touch to the branding recce team to capture dealer image along with Shell Rimula product and share with Channelplay for adaptation basis artwork shared by brand
  • Regular reporting of recce information in a prescribed Excel and Presentation format with Shell
  • Post successful recce, the artwork adaptation is done for production of in-store elements, branding on giveaways and store outside elements (Signages, side pillars, Buntings etc.)
  • Packing and dispatching of outlet wise kits – with in-store branding elements
  • Effective coordination with the field team, vendors and Shell for successful installation of signages and POSM deployment
  • Daily coverage tracking over WhatsApp group and reporting the coverage to Shell
  • Real time access to on ground execution pictures through email and official WhatsApp groups


  • Personalised branding across different stores
  • Uniform visibility across dealerships
  • Increased product and brand visibility share
  • Real time reporting of every step involved in the field execution

We help brands with their in store PoSM deployment, generic campaign launches, In shop branding & signage deployments across India. To know more please connect us through our contact us page.

Topics: Visual Merchandising & Signage